“We went through many iterations,” said Oscar Hidalgo, the director of communications for the newly named Covered California. “We went through legal review to make sure the name wasn’t occupied. And we went to focus groups on various names, including Covered California, and that resonated very strongly.”

But the campaign was not without its critics.

“Why do you need to focus group the name change of an agency?” said Jon Coupal, president of the Howard Jarvis Taxpayers Association. “This is another example where, if you think there’s a better name for an agency, it doesn’t take an outside consultant to come up with it.”

“It’s a wise investment,” Hidalgo told KCRA 3. “We would do it again -- because we are establishing ourselves as a brand new organization. We’re going to need to develop a relationship with customers who will pay for health insurance as we go forward.”